When is cause marketing a good idea and when is it not? This is a question that continues to vex client marketers and comms professionals alike. It will be interesting to see how many of the 2017 Christmas campaigns – most of which are launching now – opt for some kind of ‘higher purpose’ and how many simply adopt a merry product or value message.

And this is the point. Authenticity. If the media can spot any inconsistency between campaign claims and corporate practice there will be a backlash. Such is the level of scrutiny in this social media age that many brands are now deciding it’s not worth the risk. Which is why I expect fewer Christmas campaigns to try ‘purpose’ marketing this year.

It is a shame though. When companies get it right, cause marketing is not only highly effective but can be transformative for that organisation. Campaign for Real Beauty helped almost double Dove’s global sales to $4.8bn from 2003 to 2015. Moreover, it shifted attitudes towards the media’s portrayal of beauty and helped Unilever attract top talent.

At a time when trust in institutions is near rock bottom it is incumbent on organisations to take a lead on a better world. But this must be a fundamental ethical corporate strategy. A cause campaign, like (Buster) the dog, should not just be for Christmas.